Arcelik Promo, Case study QUIETEST DISHWASHER by Mindshare Istanbul

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Media Promo & PR, Case study
Market Turkey
Agency Mindshare Istanbul
Released March 2010

Credits & Description

Category: Best Use of Screens
Advertiser: ARCELIK
Product/Service: DISHWASHER
Date of First Appearance: Mar 10 2010
Entrant Company: MINDSHARE, Istanbul, TURKEY
Business Planning Executive: Merve Guler (MINDSHARE)
Director of Client Leadership: Isil Sevinc (MINDSHARE)
Manager of Client Leadership: Yavuz Ozeren (MINDSHARE)
Media placement: TV Campaign 304 Spots - Fox Life - 10th March

Insights, Strategy & the Idea
Turkish durable goods brand ARCELIK makes the world’s quietest dishwasher. It produces just 39 decibels of sound while cleaning your plates, glasses and cutlery.

The trouble was, most consumers didn’t know how quiet 39 decibels really was.

We needed to compare and contrast the amazing new ARCELIK dishwasher with other noises that consumers experience every day in order to dramatize the importance of a 39 decibel dishwasher.

Conventional TV ads hadn’t been effective in communicating the message.

We knew that our target audience was passionate about quality TV drama, so we commissioned bespoke films to illustrate the ARCELIK difference.

Creative Execution
We persuaded a TV network to change their on-air promotions, commissioning special program trailers that dramatised the difference between 80, 60 and finally 39 decibels.

We identified the key dramas our consumers loved and mined their archives for clips of key loud scenes. And we used this compilation to demonstrate just how noisy yelling was, what screaming measured in decibels and how loudly people talked. Finally, we demonstrated just how quiet 39 decibels was.

When consumers watched the ad break during their favourite dramas, they saw the characters they loved shouting, yelling and talking.

Results and Effectiveness
Our results were something to shout about:

Average aided awareness for all white goods adverts is 45%, and average aided awareness of traditional ARCELIK TV commercials is 53%, but the aided awareness of our new ARCELIK promotional trailers was 84%.

ARCELIK dishwasher sales doubled.